Idea
Smirnoff
briefed us to find ways to bring to life their brand positioning of
being the original vodka. We worked to find the area of common interest
between the brand and its consumers. Inspired by consumers around the
world, and their insatiable desire for new and interesting things to do
in their social life, we came up with the idea of making original
nightlife the Smirnoff brand platform.
Experience
To
launch the programme we developed a series of events which brought the
belief in original nightlife to life in dramatic fashion. Events in
Miami, Moscow, Paris and New York featured original entertainment in
the form of unique musical collaborations, original drinking
experiences such as choosing drinks by scent, and a string of secret
rooms, interactive spaces, and surprises to keep guests entertained.
Content
Smirnoff
Experience was based on a new model of experiential marketing, which
was focused principally on creating content for use on a mass scale
across broadcast, digital and social network channels. The original
musical collaborations were featured in TV broadcasts in the UK, Japan,
South Africa, Thailand, Poland, Ireland and Latin America. Downloads of
music and video tracks, video streams, contests, cocktail recipes and a
huge volume of PR content meant that we could extend the reach of a
1,200 capacity event to over 90m people.
Results
The
programme created a new benchmark for all Smirnoff's events in each of
its markets, uniting everyone under a common marketing platform and
taking the brand into platforms including podcasting, digital music
content and social media for the first time. Click on the next two
pages for specific details of the original entertainment and original
drinking parts of Smirnoff Experience.